Sony Corp.’s six-year-old effort to activate sponsorship across multiple business units is starting to gain some traction.

Case in point: Sony Computer Entertainment America Inc. and Sony Electronics, Inc. over the past two years have both used the Dew Tour, Coachella Valley Music and Arts Festival and other events as a platform to tout their products. Those include SCEA’s PlayStation video game products and Sony Electronics’ Bloggie camcorder and headphones.

More recently, Sony Network Entertainment Int’l piggybacked SCEA’s sponsorship of the August 5-7 Lollapalooza music festival to promote its new Music Unlimited streaming service.

The partnerships support the company’s Sony United marketing strategy. The consumer electronics giant rolled out the program in 2006 in an attempt to break down internal silos, gain marketing efficiencies and rejuvenate the Sony brand.

As such, Sony business units are charged with scouting sponsorship and other marketing opportunities that can be used to promote multiple products.

“Sony United gives us a marketing platform to promote the breadth and scope of Sony products,” said Ginger Krauss, SCEA’s senior director of marketing alliances and activation.

SCEA spearheads the Sony United strategy in the U.S. due to PlayStation’s extensive use of sponsorship. The business unit typically tries to pull in sibling units into existing deals.

Below, IEG SR highlights how the three Sony units activated Lollapalooza.

Sony Computer Entertainment America. SCEA leveraged the music fest with the PlayStation Loft, an on-site experiential area where consumers could play 3D video games and new PlayStation Move games.

SCEA also teamed with Filter magazine to host band interviews and gaming competitions at the PlayStation Loft. Bands included Wye Oak, the Black Lips and Dale Earnhardt Jr.

Sony Network Entertainment. Music Unlimited ran a Foursquare promotion that awarded VIP passes to the first ten people that checked in at its sponsored stage. The music service also distributed branded lawn mats to other consumers that checked in at the stage.

Sony Electronics. Sony Electronics used the on-site Sony City @ Play exhibition to demonstrate headphones and the Bloggie camera. Consumers that visited the area could borrow a Bloggie for the day.

Sony Electronics also teamed with Music Unlimited to host a ‘name that song’ competition to promote Sony headphones.